CTV’s IP Targeting Band-Aid Doesn’t Hold Up to Privacy’s Standards
Oct. 2023 | By James Hsu - Adstra
The advertising world has been focused on the transition away from cookies as identifiers for the past several years. When a global pandemic hit in 2020, two important things happened in the media world.
The cookie received a temporary stay of execution, giving advertisers more time to work out their potential replacements and post-cookie solutions. At the same time, CTV adoption skyrocketed, bringing the media world into a digitally-focused TV era much faster than anyone anticipated.
Advertisers rushed into CTV, seeking an identifier that will let them target and measure CTV advertising along the same lines with what they’ve done in digital advertising for decades. Of course, there’s no cookie in the TV environment, and even then, the cookie advertisers have used for decades is fading out. Advertisers need another solution.